Pakistan, with its natural wonders, cultural heritage, and historic monuments, has the potential to generate $30–40 billion annually from tourism if developed on modern lines, Prime Minister’s Coordinator for Pakistan Tourism Sardar Yasir Ilyas said on Tuesday.
In an interview with APP, Yasir announced that Pakistan will host a grand “Tourism Road Expo” in November to promote the country’s tourism treasures globally. The expo will showcase Pakistani cuisine, world-renowned chefs, cooking competitions, and cultural attractions, with future events planned in London, Tajikistan, Uzbekistan, and Saudi Arabia.
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He highlighted the government’s recent decision to grant tourism the status of an industry, a major move by Prime Minister Shehbaz Sharif to boost the economy and enhance Pakistan’s image worldwide. To ensure coordination between the federal and provincial levels, the National Tourism Coordination Board is being restructured.
The government is also preparing to lease state-owned properties for 50–60 years to attract local and foreign investors for tourism-related projects. At the same time, digital tourism portals are being developed to provide hotel bookings, weather updates, and travel information.
A new branding slogan — “Pakistan: Where Beauty Greets, History Speaks, and Adventure Leaves” — will be used to market Pakistan’s potential in medical, adventure, eco, and religious tourism.
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Yasir cautioned that climate change and deforestation pose serious risks to biodiversity and tourism. He called for afforestation and removal of encroachments along rivers and lakes to preserve the ecosystem.
Upcoming projects include food streets and mini-parks at F-9 Park and Lake View Park in Islamabad, along with a safari forest in Fateh Jang. On religious tourism, he confirmed that facilities for Sikh pilgrims are being expanded, while Gurdwaras and Buddhist sites will be restored and returned to their communities for proper worship and caretaking.
Pakistan has already simplified its visa regime, allowing online visas for tourists from 126 countries and removing visa fees to encourage global travelers.
“Despite unmatched diversity in geography and seasons, Pakistan has never marketed its potential effectively,” Yasir said, comparing Pakistan to Uzbekistan, Kazakhstan, and Azerbaijan, which attract millions of tourists annually. Social media campaigns and vlogs will now play a central role in showcasing Pakistan abroad.
He also urged Pakistani youth to explore opportunities in e-commerce, crypto, hospitality, and tourism, emphasizing that “tourism creates jobs, empowers communities, and builds a positive global image of Pakistan.”
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Yasir concluded that by leveraging its natural beauty, heritage, and culture, Pakistan can become one of the world’s most attractive destinations.
